Amagi unveils tie-up with Tata Sky

By adding on the Tata Sky skew to their base plans, brands can advertise across analogue & digital platforms, in addition to tapping into the Tata Sky DTH subscriber base

e4m by Sai Prasanna
Published: Dec 21, 2012 10:18 PM  | 2 min read
Amagi unveils tie-up with Tata Sky

Amagi Media Labs, a pioneer of geo-targeted TV advertising, has tied up with Tata Sky to air targeted TV ads on the DTH platform. The option has been made available from the first week of December for Times Now, IBN7, India TV, and UTV Movies.

Elaborating on how such a partnership will benefit their clientele, LS Krishnan, Business Head, Amagi Media Labs said, “Tata Sky has over 10 million subscribers and has a premium customer base, which is one of the reasons we felt that this offering will be attractive to high-end brands. Existing advertisers, apart from some of the geographies that they opt for, could add on the Tata Sky skew to their base plans. This will give them a total coverage of the geography that they take, that is, analogue plus digital, in addition to Tata Sky DTH subscriber base across India. Of course, the same option is available to the new advertisers too.”

The service has been rolled out simultaneously across India. The tech media company presently provides targeting options across 103 cities in 22 states, reaching over 200 million people. With this tie-up, the service will enable brands to reach out to more than 250 million people. Their content bouquet currently includes Times Now, IBN7, India  TV, CNBC Awaaz, UTV Movies, Zoom TV, Udaya Movies, Udaya Music, Maa TV and Maa Movies.

On the benefits accrued through such a partnership, Krishnan shared, “We will be able to offer advertising targeted only at Tata Sky subscribers on Amagi partner channels. The benefit is that we will be leveraging the demographic advantage that Tata Sky offers (of a strong SEC-AB subscriber base) by bringing in a new set of advertisers on these channels. It is a win-win situation for all stakeholders.”

Amagi has been selected by Deloitte as the second fastest growing tech company in India and also the 23rd fastest growing company in the Asia Pacific. “We have grown at close to 1500 per cent cumulatively over the last three years,” Krishnan claimed. The categories that contribute the largest chunk toward Amagi’s revenues are FMCG, jewellery, and apparel (both online and offline).

Speaking on Amagi’s plans for 2013, Krishnan said, “We look forward to accelerating our growth in the upcoming year – we expect to scale in all dimensions in 2013 – advertisers, revenues, reach, and broadcaster partnerships. We also look to significantly scale our international presence in 2013 across the US, Europe, and the APAC region.”

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